Improve Your ROI by Integrating Marketing & Sales Intelligence


I (Ellen Naylor) will be giving a 2 hour session at the American Marketing Association’s Spring Marketing Workshop which takes place in Denver, Colorado from March 22 – 25 at the Westin Tabor Center. My talk, “Improve Your ROI by Integrating Marketing & Sales” will be given on March 23 from 2:45 – 4:45 pm, about a week before my birthday.

The Marketing Workshop allows attendees to mix and match sessions according to the following topics:

• Marketing ROI
• Pricing Strategy and Tactics
• Social Media and Marketing
• Branding
• Sales and Marketing Integration
• Customer Loyalty and Relationship Management
• Search Engine Optimization

Below is the write up which is buried in the AMA’s 20 page marketing workshop e-booklet.

Sales and marketing are often at odds. This workshop will focus on tools and techniques that are tried and tested, which integrate the smarts of sales, marketing and product development employees. Elicitation is usually used to collect competitive intelligence. Learn what elicitation is and how it can be used to improve your company’s sales intelligence by closing more deals and enabling Sales to collect valuable information from customers to boost your company’s knowledge about market trends, customer needs and the competition to name a few. Likewise, learn how win loss analysis and trade show analysis integrate sales and marketing often with the voice of the customer and other market intelligence.

You will learn:

Elicitation: what it is and why it’s a more effective means to collect information than direct questioning for interviews
Close more sales deals and collect valuable customer insight through the practice of elicitation
Implement a cooperative win loss analysis process that integrates feedback from sales, marketing and your customers
Improve both your sales lead generation and collection skills at trade shows

Matt Kelly, VP Business Development at Strategy Software will be presenting, “Competitive Affairs: Leveraging Competitor Information to Drive Revenue and Increase Market Share. His session takes place on March 24 from 8:30 – 11:30 a.m. Matt is an engaging speaker who I have known for years through SCIP.

I wanted to share this is the spirit of cooperative intelligence as it is pretty rare for the AMA to host events in Denver. March is also a great month to visit the Rocky Mountains if you like to ski as it’s our snowiest month.

SCIP Denver/Rocky Mtn Chapter Meeting Feb 19 2010

In the spirit of cooperative intelligence I want to share the news about our SCIP Denver Rocky Mountain Meeting which takes place tomorrow.

I also want to thank Lynnette Woolery our Chairperson who has been leading our chapter for more than 5 years! She has worked in competitive intelligence for US West, Qwest, Ericsson and Xcel Energy. Now she heads Xcel Energy’s product development for alternative energy. Thank you Lynnette!

In a similar vein, thank you Tom Seward and Richard Caldwell for taking the reins to run our chapter now! I look forward to the programs that you’ll develop!

Here is the logistics for the meeting and Tom and Richard’s biographies.

Theme: Network & Discuss What Members Want from SCIP Meetings
Friday, February 19, 2010    11:30AM – 1:30PM
Qwest Building 1801 California Street
Conference Room 3, 13th Floor Denver, CO  80202

Tom Seward has over nine years of professional law library experience and over 15 years of research experience.  During this time he earned an MLIS from the University of Denver and a Paralegal Certificate from George Washington University.  In the last few years he has formally started focusing on competitive intelligence work, primarily in the service industries.  He works at Ballard Spahr, LLP.

Richard Caldwell is a 23-year Air Force Veteran.  His primary career field was Communications, Computers, Intelligence, Surveillance and Reconnaissance or C4ISR.  He currently works at Northrop Grumman working Competitive Intelligence for the Department of Defense customer set and doing market analysis for specific locations.  Rich has many ideas on how to grow our chapter via such things as a better use of networking tools and reaching out to local colleges and universities.

Registration Fees: (Box Lunch, Presentation and Networking Included)
SCIP Members:  $10.00
Non-Members:  $15.00


I regret that I won’t be there since I am still in Washington, DC, in the land of much snow! I wholeheartedly endorse our new leadership!

Competitive Intelligence Case Study Initiative

In the spirit of cooperative intelligence, I would like to share a competitive intelligence case study initiative that my colleague Tom Hawes is leading.

He saw a need for more sharing in the field of competitive intelligence. In many cases people don’t share since well it’s the competition after all, who might be reading or listening to what I share. So he decided to create case studies for people to comment on. The first example is a story in a competitive intelligence manager’s life where he has to organize and prepare a presentation for his executive management about how a competing company is ramping up its R&D initiative. The story goes on for six days and takes a person from getting the assignment, doing a needs analysis, getting the information, making the final presentation, and dealing with people issues and communication.

The idea behind the case study format is to draw people out of their shells to discuss how they would approach the issues that this CI manager faces. It is thought that people will more readily share what they know and how they do competitive intelligence, if we’re talking about a hypothetical situation rather than their company’s particular issues.

Tom has gone to a lot of trouble to professionalize this case study approach by even creating a website for these cases. Tom is also creating additional cases to draw people in. I agreed to comment on the 6-day case study, and am offering a cooperative intelligence perspective to my comments. Arik Johnson and August Jackson are also offering their comments for the 6-day case study.

There are three ways you can contribute to this initiative to improve communication among competitive intelligence folks:

Read and respond to the case studies and commentaries that are posted. Volunteer to write a case study. Volunteer to be an expert commentator and share your problem-solving ideas.

PS If you’re a SCIP member, look for these case studies in the next 3 Competitive Intelligence Magazines!

Beating Down our Deepest Fears

I have been reading Seth Godin’s blogs with more interest lately as he talks about our resistance to change and fear of success which he refers to as the lizard brain. While many of us are programmed at a young age to strive to be successful in our lives, we have problems with the little steps getting there, like prioritizing what we should be doing to progress, versus what we almost aimlessly “do” to get through our day, such as emails, Tweets, LinkedIn, Facebook, etc. While these daily actions help us create our brand ID and make new connections, and stay in touch with colleagues and friends, we need to have the confidence to move forward with why we’re here and how we’re going to leave our mark to humankind.

I have three practices to share with you in the spirit of cooperative intelligence which help me keep balance in my life. I can get even more sidetracked since I am intellectually curious, which enables me to be a great researcher, but also makes me predisposed towards irrelevant pursuits.

1. Create a list of what you want to do each day, each week, each month and each year and review them periodically. It’s interesting how things that were so important last week aren’t anymore. This helps me keep perspective and my sanity.

2. Take your emotional temperature several times a day. Your attitude drives you, but often it’s hidden away since you aren’t paying attention as you’re blindly doing. This also helps me stay focused on the bigger picture of life since I strive to bring gratefulness and optimism to the forefront.

3. Keep words and/or pictures close at hand, which help draw you to where you know you need to be. Examples for me are the Prayer of St. Francis and the Mother Teresa’s Do It Anyway prayer.

Seth’s blog about the lizard brain resonated with me, as I often resist doing what I need to be doing to move ahead by sharing my ideas about cooperative intelligence in a bigger way than just blogging. I am now driven to “Our Deepest Fear”  by Marianne Williamson, which explains a lot about how the lizard brain can hold us back, but also how to get past that resistance and move forward by realizing that there is so much more to life than just your drive, and as you let your passion and love shine through, you are gifting others who feel this and bring it into their lives.

Our Deepest Fear
Our deepest fear is not that we are inadequate.
Our deepest fear is that we are powerful beyond measure.

It is our light, not our darkness, that most frightens us.
We ask ourselves, Who am I to be brilliant,
gorgeous, handsome, talented and fabulous?

Actually, who are you not to be?
You are a child of God.

Your playing small does not serve the world.
There is nothing enlightened about shrinking
so that other people won’t feel insecure around you.
We are all meant to shine, as children do.

We were born to make manifest the glory of God within us.
It is not just in some; it is in everyone.

And, as we let our own light shine, we consciously give
other people permission to do the same.
As we are liberated from our fear,
our presence automatically liberates others.

A Return to Love: Reflections on the Principles of “A Course in Miracles”, Harper Collins, 1992. Fr Chap. 7, Section 3, Author: Marianne Williamson

Happy Valentine’s Day!!

Improve Your Cold Calling

I was writing an article for FUMSI and editor Marcy Phelps suggested that I add a list of ways to be better at cold calling. It was a challenge since most of my experience with cold calling is following my intuition. However, in the spirit of cooperative intelligence I will share some of the practices that I have developed over the years as a researcher. Like anything else, practice makes you a lot better. I am always thinking about ways to empathize and be more sensitive to the other person. I am most effective when I focus on the person I am speaking with, think emotional intelligence, and forget about myself. I also strive to keep an eye on the clock to respect their time.

Think and Do
How do you think they’re motivated?
Why would they want to talk with you?
Can you guess what they’re like based on their occupation?
Read up on their profession if you don’t know it.
Prepare a good intro about yourself: short and crisp.
Be ready for their questions about you. Decide what you won’t share.
Prepare the list of questions you need to have answered.
Why would they want to answer these questions?
Which questions might be easier for them to answer?
Make sure you have some open ended questions to start.
Do you want to mix your interview tactics with questions and elicitation? (that is getting a conversational interview rather than questions and answers)
Can you learn about them on LinkedIn, Zoom Info, Jigsaw or other social media?
Warm up the call up with this information: do you have something in common?
Or is it easier just to call the person without taking the time to research who they are?

How to Be
Psych yourself up: envision and expect them to share with you.
Be interesting on your end, even if you’re horrified!
Smile as you talk: your optimism travels through your tone of voice.
Think confidence: this comes through the phone line too.
Psych yourself up: what’s the worst thing that will happen? (They’ll hang up or ask you too many questions & you’ll hang up.)
Prepare yourself for the call to go differently than you had planned so you’re not taken by surprise. Some of my best intelligence collection comes from being open when the call takes a unexpected twist!
Learn what works with every phone call & tweak your approach accordingly.
If you listen closely to their tone, their words, their silence and confidence, you’ll be amazed at your creativity to probe in different ways.
Leave them feeling good about themselves: it’s always a good practice. Making them feel good also leaves the door open for future communication!

What are you doing to improve your cold calling?

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